Competitor Intelligence Among Industrial Wholesalers: An Exploratory Study

This paper reports a survey of 186 industrial wholesalers regarding their competitor intelligence (CI) activities. Respondents are engaged in a high level of CI and have substantial information about competitors. Although the sample may not be representative in this regard, the sample does provide much information about CI activities among industrial wholesalers. Field employees (sales, service, delivery) are primary sources for obtaining information, especially from customers, suppliers, and competitors. Information is sought about pricing, products, and service, as well as about key customers. Barriers to CI include perceptions of difficulty, unreliable information, and lack of organizational resources. Uses of CI, which are primarily tactical rather than strategic, include optimizing prices, expanding product lines, improving service, and obtaining new customers.